Instacart

WE'RE HERE SUPERBOWL CAMPAIGN

Tasked with writing Instacart's first ever Super Bowl spot, we came up with idea of showing exactly what they do by bringing back a cast of some of the most famous Super Bowl characters and brand mascots ever. They were deployed as Instacart's foot soldiers in the hero spot, as well as spreading the word across social and IRL.

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Cannes Lions : Brand Experience & Activation Shortlist

Before unveiling these reprobates (we see you Kool-Aid Man) at the Super Bowl, we teased them in the playoffs on TV and in print. That was just the start...

This opened up a whole world of content. We Pregamed hard! Setting these characters and mascots loose on the streets. Drinks were spilt, TV shows were hijacked, all in the name of fame. This got people talking and made Instacart the most talked about first-time advertiser in Super Bowl 2025.